The Influence of Trade Mark on Enterprise's Competitive Ability

Abstract

The article is devoted to the role of a trade mark in enterprises' competitive advantages. The authors find out organizational - legal, financial - economic and social-psychological problems connected with creation and promotion of a trade mark and offer ways of their solving. A makeup of expenditures on a trade mark creation and its influence on brand cost are found out, methods of brand cost assessment are offered. The authors show advantages of trade mark use, influencing an enterprise's competitive ability.

Keywords

• торговая марка
• бренд
• имидж
• реклама
• паблик рилейшнз
• конкурентные преимущества